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CAMPAIGN STRUCTURE

Basic Principles

Campaign structure should follow campaign plan.

Staff should be of good character, loyal, and competent.

Form follows function.

You get what you measure, so always have benchmarks.

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Local Race Small scale, few paid staff, name recognition, hard work with little money pays

off.

State Level Mid-scale, few paid staff, name recognition, paid media and earned media.

Federal Office Large scale, many paid staff, paid media, consultants.

Ballot Initiative Run like a campaign, but focused on an issue – not about a person.

Issue-based Like a ballot initiative, but can be on-going.

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Types of Campaigns

Definition of leadership.

Who is this about?

Qualities of a good candidate.

What is this about?

Two job duties as a candidate.

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The Candidate

Staff Roles – The Big Three

Campaign Manager – CEO, confidence of candidate, low profile, organized, leader.

Campaign Treasurer – legally required, responsible, trustworthy.

Campaign Counsel – knows election law and state law, advises candidate.

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Staff Roles Continued

Communications Director – sound political judgment, relationship with local media, positive, not a glory hound.

Political/Field Director – organized, hunts where the ducks are, results-driven.

Finance Director – chief fundraiser, develops fundraising strategy, excellent salesman.

Scheduler – trusted, accountable, organized, knowledgeable of local political landscape, proactive and reactive.

Volunteer Coordinator – MOTIVATOR!, organized, friendly yet firm.

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Staff Job Duties

Detailed job descriptions.

Chief responsibilities.

Daily, weekly, monthly goals.

Staff organizational structure/flow chart.

Salary/compensation. 10-15% of money raised should be spent on staff salaries.

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Advisory Committee – Kitchen Cabinet

This committee is made up of key stakeholders in your district or state.

These people yield influence amongst your constituency.

All or some should know key donors and how to fundraise in your race. Most will have political or campaign experience specific to your race.

You want these people to have an invested interest in your candidate and race.

Examples: former candidates, county party officials, party officials, business owners, election lawyers.

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Consultants

Experience – in your type of race.

Advice – handle unexpected crises.

Special skills - POLITICAL Consultant.

Chemistry - enjoy being around them.

Confidence – trust them.

Share general political philosophy – value.

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Consultants

Objectivity – ALWAYS tells you the truth.

Creativity.

Competence.

Accessible – how quickly they return calls and e-mails.

Analytic and consistent strategic skills.

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Other Roles

Kitchen Cabinet.

Candidate’s Spouse.

Personal Aide.

Advance Coordinator.

Press Secretary.

Precinct Director.

New Media Coordinator.

Research Coordinator.

Director of Operations.

Policy Director.

Special Projects and Titles.

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Things to Remember

Form follows function.

Set goals.

Budget no more than 10-15% for staff pay.

Volunteers can fill traditionally paid roles.

One person can fill multiple roles.

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Questions?

The Leadership Institute1101 North Highland Street

Arlington, VA 22201Phone: (703) 247-2000 or (800) 827-5323(LEAD)

Fax: (703) 247-2001